Hilton is seeking a senior, strategic and creatively driven leader to shape, grow, and activate Hilton’s Lifestyle and Collections brand portfolio across Asia Pacific. Critical to this role is the ability to synthesize ever-evolving global lifestyle trends and Hilton’s brand intent with deep regional understanding, translating them into guest and owner value propositions that are regionally compelling and on brand. The role requires thoughtful advancement of brand approaches that are new, working collaboratively across functions to build alignment, confidence and momentum.
The Senior Director will lead a small regional team, working in close partnership with Development, Operations, Architecture, Design & Construction, Commercial, F&B, Brand Performance Support, Quality Assurance, and Global Brand teams to strengthen brand health, market relevance and investment competitiveness.
Operating in a highly matrixed environment, this role requires strong judgment, influence and cultural fluency to translate often intangible Lifestyle concepts into clear, operationally executable direction and impact.
HOW YOU WILL MAKE AN IMPACT
Your role is important, and below are some of the fundamental job duties that make your work unique.
Brand Strategy and Portfolio Leadership
Translate global brand aspirations, value proposition, strategic imperatives, and associate short-term and long-term tactics to regional needs. This will help protect and maintain brand positioning across APAC. Develop and own multi-year regional strategies to drive growth and performance for all Lifestyle and Collection brands in APAC.Partners cross-functionally across the organization/regions to deliver on brand strategy and achieve target outcomes and KPIs. Lead market entries for new Lifestyle and Collection brands, working closely with global Brand, Development, Marketing, PR & Communications, Commercial and other cross-functional partners to ensure brands enter the market with clear positioning, strong execution and a compelling first impression among guests and owners.Partner closely with selected focus hotels to develop standout examples of brand execution, using these properties as proof points to build brand credibility, inform standards and inspire owners and teams.Act as the primary regional voice into Global Brand teams, sharing insights, learnings and proof points from APAC to inform global brand evolution and future standards.Owner Proposition and Growth Enablement
Strengthen Lifestyle brands’ owner value proposition in APAC through deep understanding of regional competitive dynamics and continuous refinement of brand positioning, standards, products, programs and operating models.Partner closely with Development to build awareness, preference and credibility for Hilton’s Lifestyle and Collection brands among owners.Review and approve brand positioning for new hotel development and conversion opportunities.Brand Experience, Product, and Standards
Shape, refine and deploy brand design, products, programs and standards, partnering with the global brand team to adapt them for competitiveness and relevance in APAC.Take a differentiated approach to working with Collection brands, protecting quality and brand trust without diluting the independent character that drives growth and guest appeal.Identify capability gaps critical to the growth and execution of Lifestyle and Collection brands and define plans to build those capabilities.Translate intangible guests experience elements (e.g., culture, service, and activations) into clear guidance, tools, and playbooks that enable hotels to strengthen their positioning, refine on-property activations, and tell compelling stories.Review hotel designs, concepts, activations and guest experience elements, providing clear, actionable feedback to cross-functional partners and hotel teams to ensure alignment with brand intent.Partner with Brand and Operations F&B teams to shape and implement competitive, on-brand Lifestyle F&B concepts across diverse market contexts.Collaborate with Brand Personality and Learning teams on culture, learning initiatives, GM onboarding and brand recognition programs.Partner with Quality Assurance, Owners and Operators to maintain brand standards, support compliance and drive continuous improvement.Brand Performance and Health
Own delivery of key brand KPIs, partnering with cross-functional teams to drive brand premium, guest experience, loyalty performance, quality scores, net unit growth and team member engagement.Partner closely with Commercial and Brand Performance Support teams to ensure commercial and guest experience targets are met.Monitor competitive activity and market trends, adjusting strategies and positioning as required.Stay closely connected to cultural, design, food and hospitality trends to support execution of our Lifestyle brands.Stakeholder Engagement and Brand Advocacy
Serve as the primary regional brand ambassador for Hilton’s Lifestyle and Collection brands across APAC, building excitement and momentum around Lifestyle as a growing and differentiated part of Hilton’s portfolio.Build strong, trusted relationships with owners, operations, and internal cross-functional stakeholders.Represent Hilton and the Lifestyle and Collection portfolio at industry events, owner forums and internal leadership platforms.Team Leadership and Culture
Lead, develop and inspire a high-performing regional Brand Management team.Foster a culture that values accountability and collaboration while encouraging curiosity, creative thinking and thoughtful experimentation in how Lifestyle brands are brought to life.Attract top talent and provide coaching, mentorship and clear development pathways.Lead with a positive, solution-oriented leadership style in a dynamic environment.Leadership and Governance
Contribute actively to APAC Brand and Operations leadership agendas, priorities and transformation initiatives.Manage the annual Brand Management budget with strong financial discipline and governance.Participate in ongoing Brand and Enterprise learning to strengthen leadership capability and brand expertise.
WHY YOU’LL BE A GREAT FIT
You have these minimum qualifications:
Experience with Lifestyle hotel brands, including collection brands, strongly preferred.Demonstrated personal engagement with Lifestyle hospitality, bringing a well-informed point of view to brand, guest experience, and storytelling decisions.Extensive senior-level experience in Brand Management or Brand Strategy within a multi-market, matrixed organisation.Strong background in developing regional brand strategies and translating them into measurable outcomes.Experience leading brand launches, innovation initiatives, concept development, and pilots.Proven success leading cross-functional projects, including operating model evolution and standards rollouts.Deep understanding of APAC markets, consumer behaviour and cultural diversity.Proven track record of delivering results across varying geographies, cultures and ownership structures. Hilton experience and familiarity with internal platforms is advantageous.Fluency in English is essential; proficiency in additional languages is an advantage.Critical Capabilities
Depth of understanding and genuine passion for Lifestyle brands.Proven ability to create alignment and momentum across complex stakeholder groups in a matrixed organisation.Strong customer-centric mindset with the ability to design compelling guest experiences.Ability to balance brand standards and market realities with pragmatism and diplomacy.Exceptional influencing, communication and presentation skills.Proven success leading and developing high-performing teams.Comfortable operating at both strategic and detailed levels, maintaining strong governance.
WHAT IT IS LIKE WORKING FOR HILTON
Hilton, the #1 World’s Best Workplace, is a leading global hospitality company with a diverse portfolio of world-class brands. Dedicated to filling the earth with the light and warmth of hospitality, we have welcomed more than 3 billion guests in our more than 100-year history. Hilton is proud to have an award-winning workplace culture, and we are consistently named among one of the World’s Best Workplaces. Check out the Hilton Careers blog and Instagram to learn more about what it’s like to be on Team Hilton!